Copy by Mel Cook. Visual Design by Freelance Art Director.
Special Olympics
Ad Campaign & Rebrand
All people, regardless of their abilities, want to be seen as current and up-to-date. The Special Olympics brand should be redesigned to be contemporary, giving it a competitive edge over other sports organizations. Updating their image will visually and tonally reflect the passion and care that its athletes and volunteers give.
This ad campaign is focused on recruiting volunteers by connecting with empty nesters and retired coaches who want to mentor and support youth but are not sure where to turn. We want to create a groundswell of interest and excitement using nostalgia and humor. No matter the sport, The Special Olympics should be dedicated to making everyone feel like a winner, even the volunteers.
Territory
New empty nesters who miss parenting and coaching.
People who coached their children’s and or local sports teams.
Retired coaches who miss the game.
Copy by Mel Cook. Visual Design by Freelance Art Director.
“No matter the sport, we’re dedicated to making everyone feel like a winner.”
Special Olympics Ad Concept-Softball. Copy by Mel Cook. Visual Design by Freelance Art Director.
Special Olympics Ad Concept-Softball. Copy by Mel Cook. Visual Design by Freelance Art Director.
Special Olympics Ad Concept. Copy by Mel Cook. Visual Design by Freelance Art Director.
TV Ad Concept 1
“You were there for every practice. You drove hundreds of miles to see every game. You were there for every strikeout, every home run, every win, and every loss—even when they were mercied 21-2. For years you shared the love of the game with her and now she’s at college. Give a young athlete the same support you gave her. Here at the Special Olympics, we need people like you. Become a coach today and share your love of the game. No matter the sport, we’re dedicated to making everyone feel like a winner.”
TV Ad 1 VO:
Scene 1—“You were there for every practice.”
Visual—Coach looking out at the field.Scene 2—“You drove hundreds of miles to see every game.”
Visual—Kid drying softball socks out of the window.Scene 3—“You were there for every strikeout,”
Visual—Kid striking out.Scene 4—“every home run,”
Visual—Kid hitting a home run.Scene 5—“every win”
Visual—kids cheering in a circle celebratingScene 6—“and every loss-even when they were mercied 21-2.”
Visual— Sad kids saying good game to opposite team while hitting gloves.Scene 7—For years you shared the love of the game with her and now she’s at college.”
Visual— Dad dropping their kid off at dorms while waving to her as she walks away.Scene 8—“Give a young athlete the same support you gave her.”
Visual—Young special athlete in softball hat smiling.Scene 9—“Here at the Special Olympics we need people like you.”
Visual—Happy coach celebrating with special athletes after a win.Scene 10—“Become a coach today and share your love of the game.”
Visual— Coach walks onto the softball field in Special Olympics team jerseyScene 11—“No matter the sport, we’re dedicated to making everyone feel like a winner.”
Visual—Trophy being held up by a bunch of hands. Camera pans out to daughter cheering from the stands in her college sweatshirt.
“Thinking of surprising your kid on campus this weekend?”
“We have a better idea.”
“Get involved with your local Special Olympics team!”
“We know your kid is a winner! You cheered them on through all of life’s ups and downs. You wore their jersey, painted your minivan, and cheered them on from the stands. Give a special athlete a chance to win too by volunteering with the Special Olympics.”
Copy by Mel Cook. Visual Design by Freelance Art Director.
“Give a special athlete a chance to win too.”
“You gave your children the future they deserve. Your nest might be empty, but your heart isn’t. We need people like you who care deeply. Come cheer on a local athlete by joining the Special Olympics today! We need volunteers like you. No matter the sport, we’re dedicated to making everyone feel like a winner. Give a special athlete a chance to win too, by volunteering with the Special Olympics.”